E.S.E. A Revolution
in Espresso
In coffee preparation there are
many variables. Nowhere is this more apparent than in the
exceedingly precise preparation of espresso. "Preparation is
very complex, but crucial, as it has a direct impact on
perception of the brand," says Andrea Illy. With this
objective in mind, illycaffè introduced and patented the E.S.E.
system (Easy Serving Espresso). This process is nothing short
of a revolution in espresso coffee.
Preparation
The preparation and consumption
of espresso at home and in the office is destined to change.
The future lies in the "pod", a prepackaged single portion of
roasted, ground, and pressed coffee, sealed between two layers
of filter paper which can be used with a specially-modified
espresso machine, guaranteeing a perfect result every time—an
espresso just like those served in an Italian coffee bar or by
an Italian barrista.
Known as E.S.E. (Easy Serving
Espresso), this technology was designed and patented by
illycaffè more than ten years ago in order to simplify
espresso preparation, and guarantee a consistent level of
quality. Today the company has placed this technology at the
disposal of the market, offering patent concessions free of
charge to espresso machine manufacturers and coffee producers
who agree to respect the industry standard, thereby ensuring
the quality guaranteed by the E.S.E. trademark. To date, more
than 100 roasters and machine manufacturers have joined the
E.S.E. standard.
Independent controlling
organizations ensure not only that the technical standards of
the E.S.E. system are respected, but also that the quality of
the prepared product, which must be taste-tested by a panel of
experts, is consistently high. With the E.S.E. system the 4
key elements required to transform a simple coffee into a
superior espresso are present: a high quality coffee blend, a
perfect grind, a clean and efficient machine, and its correct
use.
With the E.S.E. system, the
consumption of espresso coffee is expected to grow, as
consumption shifts from the coffee bar to the home and to the
office. This dramatic growth has occurred in the past in the
rare instances when new products were introduced on the market
with an open industry standard—for example with the VHS video
system, and the computer CD-ROM.
The advantage of this open
standard strategy is that the consumer is able to choose from
a wide variety of both coffee brands, packaged in single
servings, and models of espresso machines, all at different
price ranges. The E.S.E. system is also the ideal means to
penetrate new international markets where Italian-style
espresso coffee is still unknown. In fact, since its
invention, E.S.E. has permitted illycaffè to introduce the
United States and other countries to the culture of
Italian-style espresso, which has now become a global
phenomenon.
How Easy is it to use the
E.S.E. system?
The E.S.E. system consists of a
specially modified espresso machine and pre-packaged single
servings of coffee, known as E.S.E. servings or pods.
The E.S.E. espresso machine has a
specially shaped extraction chamber, into which the E.S.E.
serving fits perfectly. Together, they produce a superior cup
of espresso. In order to guarantee a consistent level of
quality, specific technical parameters for such fundamental
characteristics as water temperature and pressure have been
developed. Each espresso machine prototype must adhere to
these standards before permission to use the E.S.E. trademark
is granted, and models already in production are periodically
controlled to ensure that they continue to meet these
requirements.
The E.S.E. serving is a
pre-packaged individual portion of roasted, ground, and
pressed coffee, sealed between two layers of filter paper. It
is specially shaped to fit perfectly inside the extraction
chamber of the E.S.E. espresso machine.
The amount of coffee, its grind,
and the degree to which it is pressed have all been
specifically pre-defined to ensure a perfect cup of espresso.
Besides guaranteeing a consistent level of quality, the E.S.E.
system is considerably cleaner than traditional methods of
preparing espresso because there is no need to handle the
coffee grounds—it is perfect portion control with no muss, no
fuss.
With the E.S.E. system, no
special skills or experience are required to prepare a cup of
espresso. The user must follow four simple steps:
- Take the serving (pod) out of its package
- Place it in the espresso machine filter
- Insert and lock the filter holder
- Push the button and let water run through the pod for
the necessary amount of time (25-30 seconds maximum).
The result is always a perfect
cup of espresso. Patents for the main components of the E.S.E.
system—the "pod" and the extraction chamber of the espresso
machine—are held by illycaffè . These patents are granted free
of charge to espresso machine and coffee producers who agree
to comply with the established manufacturing standards. "All
the different brands selling to the home market were doing so
with proprietary technology, so that the consumer had no
choice—he had to take the machine associated with the brand of
coffee," explains Andrea Illy. "This was slowing the growth of
the market as a whole. By opening our patent the result is
more choice for the consumer. They can choose from a variety
of machines at different price ranges and a variety of E.S.E.
coffee pods."
